With The Help Of "New National Trend", Local Clothing Brands Usher In The Spring

More than ten years ago, overseas clothing brands began to enter the Chinese market, which intensified the competition in the Chinese clothing market. Nowadays, Chinese local brands are ushering in the spring with the power of national tide.

Recently, the bankruptcy of the clothing business of women's clothing brand egger has aroused strong concern from the outside world. In fact, it's not only Edgar, but also foreign fashion brands such as gap and Esprit that have drifted through the memories are gradually disappearing from the public view.

More than ten years ago, overseas clothing brands began to enter the Chinese market, which intensified the competition in the clothing market. Now, Chinese local brands are ushering in the spring with the strength of the national tide.

Edgar garment bankruptcy clearance

On November 10, the official wechat public account of the Shanghai bankruptcy court announced that the Shanghai bankruptcy court ruled that Shanghai Aige Clothing Co., Ltd. would go bankrupt and sell clothes at a special price at the Taobao platform Shanghai Aige manager special store (hereinafter referred to as "egger Taobao store"). The reporter browsed and found that, at present, due to the warehouse reason, only one slim skirt with a price of 39.9 yuan is on sale, and the remaining styles are on the shelves on November 19.

After that, egger responded in its official wechat official account, saying that its ready-made clothing line left, but the underwear line returned. At present, the company is focusing on women's clothing business in 2018.

In fact, as a French women's wear brand, egger has entered the mainland market since 1994. In order to get closer to Chinese consumers, the brand adopts the integrated mode of local procurement, production and sales. In addition to exclusive stores, it also sets up counters in shopping malls and expands rapidly by joining in. Relevant data shows that by 2014, egger has more than 3000 stores in the Chinese market. Benefited from this, the brand has also won many loyal fans.

In 2014, AIG gradually lost a lot of attention from the outside world.

Edgar's decline is not alone

For the post-80s and post-90s, it is not only egger who has been declining in recent years, but also a large number of foreign brands in memory are becoming more and more far away from us.

In May this year, ESPRIT, a brand of women's wear, announced that it would close its stores and take all its products off the shelves. Subsequently, due to stop loss considerations, SJ global successively terminated its Asian business including China, Singapore, Malaysia and other countries and regions. In just one month, all the Asia business of SJ was closed.

In June, gap, an American clothing retailer, forced 80000 employees to take unpaid leave due to the epidemic. In the first half of the year, gap's share price fell by 60%, and its market value evaporated by more than 4 billion US dollars. 350 North American stores will be closed, and its subsidiaries have lost the Chinese market. Gap is still on the verge of bankruptcy.

The fast fashion brands HM and Zara, once popular in the Chinese market, have also encountered difficulties in varying degrees since this year.

The rise of domestic fashion brands

Some people in the industry said that more than a decade ago, overseas clothing brands continued to enter the Chinese market, which caused a corresponding impact on domestic fashion brands; now, they are gradually losing the Chinese market due to lack of innovation and other reasons. At the same time, China's local clothing brands are growing.

In 2018, Li Ning went on the autumn and winter show of New York Fashion Week with the "Enlightenment" series, which detonated the concept of "national trend".

It is understood that Li Ning's new product, which integrates the elements of Chinese traditional culture, has attracted the domestic and foreign social network's swipe, which has brought the astonishing heat and flow, and has also driven the share price of Li Ning. After the fashion week, its share price has soared by 9.88%, the largest one-day increase since 2017. Li Ning, who felt the power of "national trend", went back to Paris Fashion Week in the same year, consolidating the concept of "national style".

Recently, the new national style United series created by Pacific bird and Disney IP Hua Mulan officially appeared in the official flagship store of taipingbird. The joint series was inspired by Mulan Ci and Disney animation Mulan.

Taipingniao's design team has deeply analyzed the role of national heroes in Chinese traditional culture, and has clearly explained Mulan's opposition between "life" and "battlefield" from the product level: soft imitation of ancient Chinese clothing, showing Mulan's love for children, yellow flowers on the mirror

In fact, thanks to the upgrading of domestic consumption and the rapid rise of generation Z represented by the post-95s, the clothing brands with Chinese culture as the foundation and fully expressing the elements of Chinese personality, self-confidence and sports have become a new market outlet.

According to the survey data of a professional organization, the penetration rate of domestic products among middle and high consumption groups is gradually increasing. 66.3% of the respondents express great confidence in the development of domestic products. Among them, 66.7% of the "post-00s" believe that the quality of domestic brands is not inferior to that of foreign brands.

Therefore, sports brands such as Li Ning, peak, Anta, 361 degree and special step, as well as a series of clothing brands such as taipingniao, SEMAR and bosden actively embrace market changes and launch their own "Guochao" series.

Driven by the "new national trend", related brands have also made good achievements. Taking Li Ning as an example, in 2019, the group's revenue reached 13.870 billion yuan, with a year-on-year increase of 32%; its gross profit was 6.805 billion yuan, with a year-on-year increase of 34.7%; and the gross profit margin increased from 48.1% in 2018 to 49.1%.